항공사 승무원의 비언어적 커뮤니케이션이 신뢰, 관계지속의도에 미치는 영향

The Effect of Cabin Crews’ Nonverbal Communication on Trust and Relationship Continuity Intention: Focused on Mediating Effect of Trust

The competition among the airlines is growing more and more fierce as it increases with the number of airlines which get into the tough aviation market. Securing of frequent fliers became an essential factor needed to survival of airlines in the aviation market. For service quality in the airlines, it is a very large percentage of human service, so the service quality is essential that the airline cabin crews create. Accordingly, this study was to investigate the effect of cabin crews’ nonverbal communication on the customer trust and relationship continuity intention in the process of interaction with customer. Furthermore, this study was to analyze that the trust could play a mediating role in a relationship with the effect between nonverbal communication and relationship continuity intention. The results of the present study revealed as followings. First, among the sub-factors of nonverbal communication, this study has found out that it affected the trust in order of kinesics, paralanguage, and physical appearance. Second, among the nonverbal communication, the paralanguage and Kinesics had effect on the relationship continuity intention. Third, the trust affected the relationship continuity intention. Lastly, the trust played a mediating role on the effect of kinesics and paralanguage on relationship continuity intentions. Based on such research findings, this researcher considers it as it needs to recognize the importance of cabin crews’ kinesics and paralanguage and make efforts to improve this in order to secure frequent fliers by airlines.